Over 90% of people on Instagram are under the age of 35, which makes it an attractive platform for many apparel, entertainment, and media brands focused on the 18 to 34-year-old age bracket. Now that Instagram has begun testing ads, it's a good time to dig deeper into its audience. Though it's owned by Facebook, Instagram is a mobile app with distinct demographics.

In a new report from BI Intelligence, we break down the demographics and usage behavior on all the major social networks. We find that Instagram is largely made up of urban, youthful demographics, with a significant skew towards women. Our report also spotlights the opportunities that lie ahead for Instagram and other social networks, how demographics affect usage patterns, and why some platforms are better for brands than others.